JTG set for retail shake-up

JTG set for retail shake-up
By admin


Jetset Travelworld is preparing for a seismic shake-up of its retail business with the creation of a new travel agency brand among the radical plans under consideration.

Details remain under wraps but one avenue JTG management is exploring is a new name that would become the central pillar of its travel agency network.

Advertising and brand specialists are understood to have been approached and are drawing up a list of possible new brand names.

The move, which would be highly contentious, throws the future of the Harvey World Travel, Jetset, Travelworld and Travelscene American Express into doubt and what role – if any – they would play in a new-look JTG retail proposition.

But it is almost certain the company could not launch a new retail name as well as retain the existing brands in any meaningful capacity.

With so many disparate brands, JTG has always struggled for marketing cohesion and simply to add another layer of complexity is thought inconceivable.

Under the new structure, it is believed marketing, promotion and advertising would be directed into developing and building awareness of the new high street identity, an exercise that would come at huge cost.

Industry speculation initially surrounded JTG streamlining its retail businesses under Harvey World Travel.

HWT is second only to Flight Centre in terms of consumer awareness in travel retailing but sources said the brand is regarded internally as too old fashioned and staid to be the centerpiece of a new-look retail division

Management, therefore, turned to the controversial idea of creating a completely new brand.

Such a move, if confirmed, would create enormous challenges and complexities for the business. Most pertinently, how many of JTG’s existing 1700 franchisees would buy into the structure and adopt the new identity.

JTG chief executive Rob Gurney declined to reveal any specific plans but said “a number of options are being considered”.

No firm decisions have yet been taken, he said.

“This is a wide ranging and consultative process which by definition will take time,” Gurney told Travel Today. “We have spoken to key stakeholders, suppliers and travel agents and have made good progress.

“A number of options are being considered about how we take the retail business forward.”

 

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